• by Jack Loechner , Staff Writer @mp_research, June 10, 2011

Washington, May 31, 2011 - Faced with tough budgeting decisions, consumers have put Father's Day on the back burner for years, but this year Americans seem intent on showering dad with their appreciation.

According to NRF's Consumer Intentions and Actions Father's Day survey, conducted by BIGresearch, Americans will spend an average of $106.49 on dad, up from $94.32 last year and the most in the survey's eight-year history. As dad gets more recognition, the gap between Mother's Day spending and Father's Day spending has narrowed substantially.

Total Father's Day spending is expected to reach $11.1 billion, up 13% from billion last year and 18% from 2009. In terms of spending more, less or the same on Father's Day this year, there is essentially no gender gap.

NRF President and CEO Matthew Shay says "Shoppers seem to be more excited when it comes to gift giving, an encouraging sign for retailers... and dads... everywhere."

More people will be taking dad on a special outing this year, spending $2.1 billion on activities like golfing, eating out or heading to the movies. Dads will also be receiving:

• More gift cards ($1.4 billion)
• Sporting goods ($653 million)
• Automotive accessories ($593 million)
• Electronics ($1.3 billion)
• Clothing ($1.4 billion)
• Home improvement or gardening tools and appliances ($1.4 billion)
• Books or CDs ($598 million)

Phil Rist, Executive Vice President, Strategic Initiatives, BIGresearch, says that "... shoppers are putting more thought into Father's Day gifts and are seeking out the perfect personal, yet practical, gift to say thank you to the man who's always been there for them..."
According to the study, 35.2% of shoppers will head to dad's favorite department store and:

• 32.2% will shop at discount stores
• 26.9% will shop at a specialty store (electronics, gift store, etc.,)
• 22.1% will shop online
• 8.9% will shop at a specialty clothing store

For more information from the National Retail Federation, please visit here.